The Ad Council asked us to help curb teen dating violence. We found that teen dating has gone digital, and abuse has followed. This problem consists of pressuring for nude pictures, and violation of social networking accounts, and controlling IMing or texting. With no laws and no defined boundaries, there was nowhere for teens to tum. We had stumbled on a huge problem that no one was addressing.
Role: Creative Lead, Art Direction/Design
Production Agency: Beast Productions, SF
THAT’S
NOT
COOL.com
The campaign's center is ThatsNotCool.com featuring interactive videos created by R/GA's Digital Studio and guest videos created by YouTube personalities, callout cards, a discussion forum and a Need Help section for serious problems. The site launch was supported by a multimedia effort including TV, radio, out-of-home, online advertising, viral videos, a YouTube channel, Facebook page and a mobile site.
The out-of-home posters also serve as callout cards that can be e-mailed from the campaign's Web site or mobile site. The interactive out-of-home posters include simple directions that encourage teens to photograph the message with a camera phone to send to someone. This campaign marks the first time that the Ad Council selected a digital agency to lead an integrated campaign effort.”
